Beanz Meanz Heinz copywriter revisits his slogan as it celebrates 50 years with pop-up cafe

Heinz is celebrating the 50th anniversary of the iconic Beanz Meanz Heinz slogan, launching a pop-up café in London’s Selfridges, a run of limited edition cans and a small batch of collectable tins signed by the tagline’s original copywriter, Maurice Drake.

Drake was working for Young & Rubicam when he penned Beanz Meanz Heinz in a north London pub in 1967. It was voted the UK’s favourite slogan back in 2012 in a Creative Review poll.

Lucy Clark, marketing lead for Heinz Beanz, said the now-retired Drake was eager to get involved with the half-century festivities.

“He really wanted to make sure he was part of the celebration,” she told The Drum. “He’s personally signed 50 of the collectible cans that are going to be on sale from the 5 April and we’ve also involved him and made sure he was part of the campaign.”

Beanz fanz who can’t get their hands on one of the 50 collectible tins will be able to pick up an array of limited edition cans that feature 50 different iterations of the slogan, such as Beanz Meanz Spudz and Beanz Meanz Famz. The line is on sale exclusively at Selfridges online shop and stores in Birmingham, Manchester and London.

The latter is also hosting a pop-up bar where consumers can grab a freshly made pot of beans with cheese and scrambled egg, ham or bacon.

Interestingly the brand isn’t looking to make a quick buck from the birthday campaign. All proceeds will go to charity partner the Ideas Foundation, which aims to inspire the next generation of creatives into the industry.

Heather MacRae, managing director of the Ideas Foundation, told The Drum: "The Ideas Foundation is delighted to share in with the 50th anniversary celebration of the original iconic slogan for Heinz Beanz. The slogan has had a long and successful life and through the partnership with the Ideas Foundation is providing opportunities for young people to become the creatives of the future."

“This is a pure celebration,” added Clark. “This is about making sure that we’re bringing the slogan back to the forefront of people’s minds.

“This isn’t about sales [and] this isn’t going out nationally. This is an exclusive with Selfridges to really make sure we give people the opportunity to try those classic recipes again and maybe think about recreating them back at home.”

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Katie Deighton

Katie Deighton is The Drum’s senior reporter for creative and video, based in London. She produces, films, presents and edits the title’s editorial video output, including series such as Anatomy of an Ad, Creative Pursuits and Why I Left Advertising, and manages its coverage of the creative sector. She also reports on the intersection between politics and marketing.